Product and Service Design Chapter 4 Product and Service Design McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 4: Learning Objectives You should be able to: Explain the strategic importance of product and service design Identify some key reasons for design or redesign Recognize the key questions of product and service design List some of the main sources of design ideas Discuss the importance of legal, ethical, and sustainability considerations in product and service design Explain the purpose and goal of life cycle assessment Explain the phrase “the 3 Rs” Briefly describe the phases in product design and development Name several key issues in manufacturing design Recognize several key issues in service design Name the phases in service design List the characteristics of well-designed service systems Assess some of the challenges of service design Instructor Slides 4-2

Strategic Product and Service Design The essence of an organization is the goods and services it offers Every aspect of the organization is structured around them Product and service design – or redesign – should be closely tied to an organization’s strategy 4-3 Instructor Slides

What Does Product & Service Design Do? Translate customer wants and needs into product and service requirements Refine existing products and services Develop new products and services Formulate quality goals Formulate cost targets Construct and test prototypes Document specifications Translate product and service specifications into process specifications Involve Inter-functional Collaboration Instructor Slides 4-4

Reasons Design or Re-Design The driving forces for product and service design or redesign are market opportunities or threats: Economic Social and Demographic Political, Liability, or Legal Competitive Cost or Availability Technological 4-5 Instructor Slides

Key Questions Is there a demand for it? Can we do it? Market size Demand profile Can we do it? Manufacturability - the capability of an organization to produce an item at an acceptable profit Serviceability - the capability of an organization to provide a service at an acceptable cost or profit What level of quality is appropriate? Customer expectations Competitor quality Fit with current offering Does it make sense from an economic standpoint? Liability issues, ethical considerations, sustainability issues, costs and profits Instructor Slides 4-6

Idea Generation - Supply-Chain Based Ideas can come from anywhere in the supply chain: Customers Suppliers Distributors Employees Maintenance and repair personnel Instructor Slides 4-7

Idea Generation - Competitor-Based By studying how a competitor operates and its products and services, many useful ideas can be generated Reverse engineering Dismantling and inspecting a competitor’s product to discover product improvements 4-8 Instructor Slides

Idea Generation - Research Based Research and Development (R&D) Organized efforts to increase scientific knowledge or product innovation Basic research Has the objective of advancing the state of knowledge about a subject without any near-term expectation of commercial applications Applied research Has the objective of achieving commercial applications Development Converts the results of applied research into useful commercial applications. Instructor Slides 4-9

Design Considerations - Legal Legal Considerations Product liability The responsibility a manufacturer has for any injuries or damages caused by as faulty product Some of the concomitant costs Litigation Legal and insurance costs Settlement costs Costly product recalls Reputation effects Uniform Commercial Code Under the UCC, products carry an implication of merchantability and fitness Instructor Slides 4-10

Design Considerations - Ethics Designers are often under pressure to Speed up the design process Cut costs These pressures force trade-off decisions What if a product has bugs? Release the product and risk damage to your reputation Work out the bugs and forego revenue Instructor Slides 4-11

Sustainability Sustainability Using resources in ways that do not harm ecological systems that support human existence Key aspects of designing for sustainability Cradle-to-grave assessment (Life-Cycle assessment) End-of-life programs The 3-Rs Reduction of costs and materials used Re-using parts of returned products Recycling 4-12 Instructor Slides

Cradle-to-Grave Assessment aka Life-Cycle Assessment (LCA) The assessment of the environmental impact of a product or service throughout its useful life Focuses on such factors as Global warming Smog formation Oxygen depletion Solid waste generation LCA procedures are part of the ISO 14000 environmental management procedures Instructor Slides 4-13

End-of-Life (EOL) Programs EOL programs deal with products (business and consumer) that have reached the end of their useful lives The goal of such programs is to reduce the dumping or incineration of products (e.g., electronics) which may pose hazards to the environment Instructor Slides 4-14

Reduce: Costs and Materials Value analysis Examination of the function of parts and materials in an effort to reduce the cost and/or improve the performance of a product Common questions used in value analysis Is the item necessary; does it have value; could it be eliminated? Are there alternative sources for the item? Could another material, part, or service be used instead? Can two or more parts be combined? Can specifications be less stringent to save time or money? Do suppliers/providers have suggestions for improvements? Can packaging be improved or made less costly? Instructor Slides 4-15

Re-Use: Remanufacturing Refurbishing used products by replacing worn-out or defective components Can be performed by the original manufacturer or another company Reasons to remanufacture: Remanufactured products can be sold for about 50% of the cost of a new product The process requires mostly unskilled and semi-skilled workers In the global market, European lawmakers are increasingly requiring manufacturers to take back used products Design for disassembly (DFD) Designing a product to that used products can be easily taken apart Instructor Slides 4-16

Recycle Recycling Recovering materials for future use Applies to manufactured parts Also applies to materials used during production Why recycle? Cost savings Environmental concerns Environmental regulations Companies doing business in the EU must show that a specified proportion of their products are recyclable Design for recycling (DFR) Product design that takes into account the ability to disassemble a used product to recover the recyclable parts Instructor Slides 4-17

Other Design Considerations Strategies for product or service life stages Standardization Product or service reliability Product or service robustness Degree of newness 4-18 Instructor Slides

Product or service life stages 4-19 Instructor Slides

Standardization Standardization Extent to which there is an absence of variety in a product, service, or process Products are made in large quantities of identical items Every customer or item processed receives essentially the same service 4-20 Instructor Slides

Advantages & Disadvantages of Standardization Fewer parts to deal with in inventory and in manufacturing Reduced training costs and time More routine purchasing, handling, and inspection procedures Orders fillable from inventory Opportunities for long production runs and automation Need for fewer parts justifies expenditures on perfecting designs and improving quality control procedures Disadvantages Designs may be frozen with too many imperfections remaining. High cost of design changes increases resistance to improvements Decreased variety results in less consumer appeal Instructor Slides 4-21

Designing for Mass Customization A strategy of producing basically standardized goods or services, but incorporating some degree of customization in the final product or service Facilitating Techniques Delayed differentiation Modular design Instructor Slides 4-22

Delayed Differentiation The process of producing, but not quite completing, a product or service until customer preferences are known It is a postponement tactic Produce a piece of furniture, but do not stain it; the customer chooses the stain Instructor Slides 4-23

Modular Design Modular Design A form of standardization in which component parts are grouped into modules that are easily replaced or interchanged Advantages easier diagnosis and remedy of failures easier repair and replacement simplification of manufacturing and assembly training costs are relatively low Disadvantages Limited number of possible product configurations Limited ability to repair a faulty module; the entire module must often be scrapped 4-24 Instructor Slides

Reliability Reliability The ability of a product, part, or system to perform its intended function under a prescribed set of conditions Failure Situation in which a product, part, or system does not perform as intended Reliabilities are always specified with respect to certain conditions Normal operating conditions The set of conditions under which an item’s reliability is specified Instructor Slides 4-25

Robust Design Robust design A design that results in products or services that can function over a broad range of conditions The more robust a product or service, the less likely it will fail due to a change in the environment in which it is used or in which it is performed Pertains to product as well as process design Consider the following automobiles: Ferrari Enzo Toyota Avalon Which is design is more robust? Instructor Slides 4-26

Quality Function Deployment Quality Function Deployment (QFD) An approach that integrates the “voice of the customer” into both product and service development The purpose is to ensure that customer requirements are factored into every aspect of the process Listening to and understanding the customer is the central feature of QFD 4-27 Instructor Slides

Kano Model Basic quality Performance quality Excitement quality Refers to customer requirements that have only limited effect on customer satisfaction if present, but lead to dissatisfaction if absent Performance quality Refers to customer requirements that generate satisfaction or dissatisfaction in proportion to their level of functionality and appeal Excitement quality Refers to a feature or attribute that was unexpected by the customer and causes excitement Instructor Slides 4-28

Phases in Design & Development Feasibility analysis Product specifications Process specifications Prototype development Design review Market test Product introduction Follow-up evaluation Instructor Slides 4-29

Designing for Production Concurrent engineering Computer-assisted design Production requirements Component commonality Instructor Slides 4-30

Concurrent Engineering Bringing engineering design and manufacturing personnel together early in the design phase Also may involve manufacturing, marketing and purchasing personnel in loosely integrated cross-functional teams Views of suppliers and customers may also be sought The purpose is to achieve product designs that reflect customer wants as well as manufacturing capabilities Instructor Slides 4-31

Production Requirements Designers must take into account production capabilities Equipment Skills Types of materials Schedules Technologies Special abilities Instructor Slides 4-32

DFM and DFA Design for manufacturing (DFM) Design for assembly (DFA) The designing of products that are compatible with an organization’s abilities Design for assembly (DFA) Design that focuses on reducing the number of parts in a product and on assembly methods and sequence 4-33 Instructor Slides

Manufacturability A more general term Manufacturability Ease of fabrication and/or assembly It has important implications for Cost Productivity Quality 4-34 Instructor Slides

Component Commonality When products have a high degree of similarity in features and components, a part can be used in multiple products Benefits: Savings in design time Standard training for assembly and installation Opportunities to buy in bulk from suppliers Commonality of parts for repair Fewer inventory items must be handled Instructor Slides 4-35

Service Design Definitions Something that is done to, or for, a customer Service delivery system The facilities, processes, and skills needed to provide a service Product bundle The combination of goods and services provided to a customer Service package The physical resources needed to perform the service, accompanying goods, and the explicit (core features) and implicit (ancillary features) services included Instructor Slides 4-36

Service Design Begins with a choice of service strategy, which determines the nature and focus of the service, and the target market Key issues in service design Degree of variation in service requirements Degree of customer contact and involvement 4-37 Instructor Slides

Differences between Service and Product Design Products are generally tangible, services intangible Services are created and delivered at the same time Services cannot be inventoried Services are highly visible to consumers Some services have low barriers to entry and exit Location is often important to service design, with convenience as a major factor Service systems range from those with little or no customer contact to those that have a very high degree of customer contact Demand variability alternately creates waiting lines or idle service resources 4-38 Instructor Slides

Service Blueprint-- a method used in service design to describe and analyze a proposed service Instructor Slides 4-39

Operations Strategy Effective product and service design can help the organization achieve competitive advantage: Packaging products and ancillary services to increase sales Using multiple-use platforms Implementing tactics that will achieve the benefits of high volume while satisfying customer needs for variety Continually monitoring products and services for small improvement opportunities Reducing the time it takes to get a new or redesigned product or service to the market 4-40 Instructor Slides